Joining the group Disney has announced plans with National CinemEdia’s FirstLook to deliver ads for children’s DVDs to theaters owned by AMC, Cinemark, and Regal. The ads will be part of the ad clusters that run before the previews and only play before G and PG rated films. If these DVD campaigns prove successful we could see a special section of ads saying ‘Coming soon to DVD’ before you even get to the ’Coming Soon to a Theater Near You’ section.

For years theaters have been an untapped resource for captive audiences. Going to the movie you are faced with the dilemma of showing up early to get the good seat only to be forced to watch commercials while listening to American Idol winners sing in between Coke radio spots or sit in the front row. Not only that but as the house lights dim we have been forced to sit through another 7 minutes of commercials before previews start. MovieTickets.com even states “Feature Presentations Start 10-15 Minutes Following Published Showtimes”.  While I have always considered other movie previews to be part of the theater-going experience, I have become disenchanted by the quantity of recycled ads I must suffer through before the previews even start.

This move might make sense for Disney, and as a shareholder I’m for it, but as a film-goer I’m disgusted by the onslaught of ads I am forced to watching. So, for now I’ll take that 15 minutes to enjoy one more drink before the movie, sit in the front row, and stop complaining.


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